As part of its ‘We Drive Football’ initiative, Volkswagen Middle East has announced a partnership with Al-Ittihad Football Club in an effort to demonstrate the brand’s dedication to creating meaningful connections with the region’s football-loving communities.
Facilitated by Volkswagen’s authorised dealer SAMACO Motors, this two-year sponsorship follows a series of successful football sponsorships by Volkswagen and its local dealers in the region, including the UAE Pro League (Dubai), Amman Football Club (Jordan), and Gulf United FC. At the Volkswagen Group Middle East (VWGME) level, the brand also collaborates with Qatar Foundation, further demonstrating its dedication to supporting football’s growth and its communities.
Al-Ittihad’s men’s and women’s teams will enjoy access to the latest Volkswagen models. As part of the agreement, Volkswagen’s logo will feature on the front collar of Al-Ittihad’s men’s first-team shirts and the sleeves of the women’s first-team kits, ensuring prominent visibility both locally and internationally.
“Volkswagen is honoured to partner with Al-Ittihad Football Club as part of our ‘We Drive Football’ initiative,” said Matthias Ziegler, Managing Director of Volkswagen Middle East.
“Football is the number one sport in the world that brings people together and through this partnership with Al-Ittihad, we aim to bring our shared values of innovation, excellence, and teamwork to life, connecting with fans across Saudi Arabia and beyond,” he said.
Al-Ittihad Football Club President, Eng. Loay Mashabi, commented on the value of brand partnerships with the football club. “Our club’s success in attracting exceptional companies to leverage its vast outreach is evident through the exposure it provides to brands not only on official team jerseys but also across the club’s highly engaged social media platforms. This includes significant local and international media coverage of all club events,” Mashabi said.
Mashabi further attributed the weight of sponsoring Al-Ittihad FC to the club’s ‘enormous fan base’, making it a premium choice for brand partnerships.
Mohammed Raffa, CEO of Samaco Motors, added that the sponsorship aligns with the Kingdom’s overarching Saudi Vision 2030 goals. “The [Volkswagen] brand is renowned for its support of sports across various disciplines worldwide,” he said.
“Today, we continue that tradition through this partnership, supporting sports and youth initiatives in Saudi Arabia by sponsoring one of the Kingdom’s most prominent and fan-loved clubs. This aligns with Saudi Vision 2030, which places great emphasis on youth and sports development. We are proud to sponsor both the men’s and women’s teams of Al-Ittihad and look forward to celebrating new achievements together this season,” Raffa concluded.
Volkswagen’s “We Drive Football” initiative has seen the brand support various football sponsorships across the Middle East, solidifying its position as a key partner in the sport.
Through this partnership, Volkswagen and Al-Ittihad plan to collaborate on a series of activations, engaging fans and driving the excitement of football while showcasing the precision and reliability synonymous with Volkswagen vehicles.
